~ Impresario Handmade Restaurants in collaboration with Taste of America present a curated, limited-time experience across eight SOCIAL outposts 

~ Chef Shamsul Wahid and his team have curated an experiential innovative menu focusing on fruits, nuts, lentils and meats from America

The Taste of America menu” will be launched for a period of four weeks in SOCIAL’S eight prominent outlets located in Delhi, Mumbai, Bengaluru, Pune, and Chandigarh. This campaign will start from September 24 and ends on October 16, 2022. 

September 2022 –  Be it celebrating festivals or introducing new menus, SOCIAL is always creating unique dining experiences to remember! This September, SOCIAL channels the best of irresistible fusion, with a limited edition menu curated in partnership with Taste Of America. The menu gives an experience of Indian essence with an American twist that evokes every emotion of a foodie with each bite. The tempting amalgamation of SOCIAL and Taste Of America is a creation that not only enriches the flavors but also enhances the significance of flavours emanating from both these vastly different regions. The special edition menu will go live from 24th of September, 2022 across eight SOCIAL outposts, across Delhi, Mumbai, Chennai, Pune and Bengaluru.

The fusion menu is carefully crafted with the ingredients of Taste Of America that consists of Indian delicacies along with an American twist, like California Almond Tikki Chaat with US Cranberry Chutney. On the other hand, the Tandoor Smoked Apple Waldorf Salad on the menu gives a nostalgic trip to the America Capital State of Washington through the smokiness crunch of Washington apples served with celery, California walnuts and US blueberries. Not to miss out on the Indian influence of the menu, using American ingredients is the Desi Cowboy Beans served with Herbed Rice which is US Pinto and Red Kidney Beans braised in Indian spices and bell peppers served along with herbed rice, which also can be customized with bacon, sausage and tenderloin. 

The perfect blend of two different cuisines curated by Chef Shamsul gives a trailblazing experience with his creation, like US Duck pepper fry that is tossed with black pepper, green chili and served along with Malabar Paratha. Adding on another menu star, the Smokey White Chicken perfectly blended with California Pistachio and U.S Cranberry Naan in which the Chicken is simmered in a rich gravy of California Almonds and Walnuts served with U.S. Cranberry paratha. And to give a divine ending to your perfect evening, the US Pecan Nut Pie with Kulfi Ice cream and Smokey California Pistachio Baklava is something not to be missed.

Chef Shamsul Wahid, Group Executive Chef – Impresario Handmade Restaurants adds, “We at Impresario Handmade Restaurants have always tried to push boundaries with our F&B offerings. Over the years, our patrons have showered us with love for raising the bar with unique culinary experiences. Taking our partnership further with Taste Of America, we at SOCIAL have again tried to seamlessly fuse the tradition and flavors of two vastly distinct culinary cultures and create a menu by taking American ingredients and incorporating them in popular Indian fare.”

Mr. Ronald Verdonk, Career Minister-Counselor for Agricultural Affairs USDA India, mentioned – “India is a hotbed for the “fusion food” global trend with its combined elements of different culinary traditions that originate from across the regions and cultures of the subcontinent. For 2022, according to various trend forecasters, the Indian consumer is predicted to further increase its embrace of flavor fusions that marry unique culinary trends and flavor profiles. The United States, with its broad range of foods, beverages, and ingredients, looks to build regional demand and expand sales of American food products in India by expanding consumer awareness through market promotion activities that utilize U.S. ingredients in Indian and regional cuisines.”

Price starting:  INR 210/-

Launch dates and outposts available at: 

1. West – Mumbai & Pune. 

Mumbai menu dates – 24^th Sept to 10^th Oct, Khar SOCIAL & Powai SOCIAL

Pune: menu dates – 26th Sept to 10th Oct, – F C Road SOCIAL

2. South – Bangalore & Chennai 

Bangalore menu dates – 24th Sept to 8th Oct, Koramangala SOCIAL & Indiranagar SOCIAL

Chennai menu dates – 28th Sept to 12th Oct, Mount Road SOCIAL

3. North – Delhi

Delhi menu dates- 30th Sept – 16th Oct, Saket SOCIAL & HKV SOCIAL

About SOCIAL:

SOCIAL is a path-breaking urban hangout that’s designed to take you offline while still keeping you connected. From an all-day café serving great food, coffee, and cocktails, SOCIAL transforms from this creatively charged, collaborative space into a high energy bar when work hours end, striking the perfect balance between work x play. Each outpost is a representation of the neighborhood it resides in, from the pincode to the people. It’s a second home, workplace, and hangout, all wrapped up in one mind-blowing experience.

About Impresario Handmade Restaurants:

Impresario Handmade Restaurants was founded in 2001 with its maiden venture Mocha – Coffees & Conversations. Today, Impresario boasts of a network of 57 restaurants across 16 Indian cities and multiple brands. Its umbrella of brands includes SOCIAL, antiSOCIAL, Smoke House Deli, Goodness to Go, Salt Water Cafe, Ishaara, Slink & Bardot, Souffle S’il Vous Plait, Prithvi Cafe, BOSS Burger, Hung-Li, Lucknowee, and Mocha. The company’s core strength lies in understanding the changing dining habits of young India and delivering quality experiences tailored to delight its patrons.

TASTE OF AMERICA INDIA: 

Through its flagship “Taste of America” campaign, FAS India organizes a wide range of activities to promote high-demand U.S. food and beverage products, which include, but are not limited to, tree nuts, fresh and processed horticultural products (e.g., apples, pears, stone fruits, berries), poultry, pork, packaged consumer goods, and alcoholic beverages. Although most imported foods are directed toward retail channels, there is significant opportunity for these products in India’s HORECA sector. For more information, follow us on Instagram TasteOfAmericaIN and Twitter @USDAIndia.

ABOUT U.S. DEPARTMENT OF AGRICULTURE (USDA): With its office in New Delhi and Mumbai, the U.S. Department of Agriculture’s Foreign Agricultural Service in India (FAS India) promotes the sale of American foods, beverages, and agricultural products in India, Sri Lanka, and Nepal through numerous services and activities. FAS India supports interested importers and works to connect Indian buyers with U.S. suppliers, organizes and sponsors training on the marketing and safe handling of U.S. agricultural products, conducts both in-person and online events for buyers and sellers to meet; and works toward eliminating trade barriers. Every day, FAS India works to build and sustain strong trade linkages between U.S. suppliers and Indian importers, processors, and retailers of American foods and beverages. 

ABOUT THE CAMPAIGN TASTE OF AMERICA X SOCIAL:

India is a hotbed for the “fusion food” global trend with its combined elements of different culinary traditions that originate from across the regions and cultures of the subcontinent. For 2022, according to various trend forecasters, the Indian consumer is predicted to further increase its embrace of flavor fusions that marry unique culinary trends and flavor profiles. The United States, with its broad range of foods, beverages, and ingredients, looks to build regional demand and expand sales of American food products in India by expanding consumer awareness through market promotion activities that utilize U.S. ingredients in Indian and regional cuisines.

Keeping this in mind, FAS New Delhi is partnering with SOCIAL & Impresario Handmade Restaurants to carry out a “Taste of America Fusion Menu” across India. Through this program, FAS New Delhi will showcase the quality and versatility of American ingredients to end consumers through a curated menu at various outlets of SOCIAL across India. 

The Taste of America menu will feature seven fusion dishes including, an Almond Tikki Chaat, Tandoor smoked apple Waldorf salad, Desi cowboy beans and herbed rice, and Duck pepper fry with Malabar paratha, among others.  These dishes are prepared in the Indian style of cooking that uses U.S. origin ingredients including California almonds, walnuts, pistachios, U.S. duck, red beans, and much more. FAS New Delhi will organize a PR activity in a select SOCIAL outlet in each city, where 20 content creators/media personal/bloggers and some food enthusiasts will be invited to attend the event.